Most clinics put a lot of thought into how they communicate with patients during opening hours. The phone answering standards, the appointment reminders, the follow-up process. All of it gets attention, training, and regular review.
And then the doors close. And what patients get is whatever was set up on the phone system three years ago by someone who no longer works there.
It's one of the most overlooked aspects of patient communication in UK healthcare. The out-of-hours message. That brief recording a patient hears when they call outside of opening hours. It might seem like a minor detail. But for the patient on the other end of the line, it's often the most important communication your clinic sends.
Because that patient isn't calling at 7pm on a Tuesday for fun. They're calling because something has prompted them to pick up the phone. Getting your out-of-hours message right is not complicated. But it does require more thought than most clinics give it.
Why It Matters More Than You Think
When a patient calls your clinic outside of opening hours, they already know there's a chance nobody will answer. What they're hoping for is some indication of what to do next. A clear, helpful message that acknowledges their call, gives them the information they need, and points them in the right direction.
What they often get instead is: a generic voicemail that simply states the clinic is closed; a message so long and complicated that they've forgotten the important parts by the time it ends; a recording that sounds like it was made in a hurry; or in some cases, a phone that simply rings out with no message at all.
A patient who can't get clear guidance out of hours may delay seeking care they need, may contact an already overstretched NHS 111 or A&E service unnecessarily, or may simply feel abandoned by a clinic they trusted.
The out-of-hours message is a patient safety issue as much as it is a communication one.
The Most Common Mistakes Clinics Make
Before getting into what a good out-of-hours message looks like, it's worth being honest about what most clinics are currently getting wrong.
- Being too vague — "We are currently closed. Please call back during opening hours." That's not helpful. It tells the patient nothing about when to call back, what to do if their need is urgent, or whether their message will be picked up
- Being too long — By the time the patient has listened to everything, they've either hung up or forgotten the one piece of information they actually needed
- Failing to address urgency — Every out-of-hours message for a healthcare setting must include clear guidance on what to do if the matter is urgent or life-threatening
- Using an outdated message — Opening hours change. Staff change. Phone numbers change. But the out-of-hours message often doesn't
- Poor audio quality — A message recorded in a noisy environment communicates something about your clinic that you almost certainly don't intend
- No follow-up process — The message is only as useful as the process behind it for picking up and acting on voicemails
What an Effective Out-of-Hours Message Actually Includes
Here's the structure that works. It's not complicated, but every element serves a purpose.
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A clear, warm opening that confirms the clinic identity — The patient needs to know immediately that they've reached the right place. Start with the clinic name and a brief acknowledgement that the clinic is currently closed. Keep it warm. Example: "Thank you for calling Riverside Clinic. Our practice is currently closed."
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Current opening hours — Give the patient the information they need to know when to call back. Keep this concise: "We are open Monday to Friday, 8am to 6pm, and Saturday from 9am to 1pm" covers it.
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Clear guidance for urgent or emergency situations — This is non-negotiable. Every out-of-hours message for a healthcare setting must tell patients what to do if their need is urgent. "If you have an urgent medical concern, please call NHS 111. In a life-threatening emergency, please call 999 or go to your nearest A&E." This should be stated clearly and early in the message.
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Options for non-urgent contact — If patients can leave a voicemail, tell them. If they can send an email or use a web chat function, tell them. Give them a realistic expectation of when they'll receive a response.
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A brief, warm close — End the message in a way that feels human. A simple "Thank you for calling, we look forward to speaking with you soon" leaves the patient feeling acknowledged rather than dismissed.
Tailoring Your Message to Your Patient Demographic
One size doesn't fit all when it comes to out-of-hours messaging. The right approach for your clinic depends on who your patients are and what their needs look like.
A GP practice with a large elderly patient population needs to think carefully about clarity and pace. Older patients may need more time to process the information in a recorded message. Speaking slowly, using plain language, and keeping the message concise is particularly important.
A private clinic with a predominantly working-age patient base might benefit from directing patients to digital channels more prominently.
These aren't complicated adjustments. But they make a real difference to whether your out-of-hours message actually serves the patients who hear it.
The Follow-Up Process Is Half the Battle
A well-crafted out-of-hours message is only effective if there's a robust process behind it for picking up and responding to the messages patients leave.
This means deciding who is responsible for checking voicemails and when. It means setting a clear standard for how quickly messages are returned. It means having a system for logging every message received out of hours so that nothing gets missed.
For many clinics, this is where the process breaks down. The message is fine. The follow-up isn't. And a patient who leaves a voicemail and doesn't hear back for two days has not been well served.
Out-of-Hours Communication Beyond the Voicemail
The voicemail message is the most obvious element of out-of-hours communication, but it's not the only one.
Patients who contact your clinic via email, web chat, or SMS outside of opening hours also need to receive a response that acknowledges their message and sets clear expectations. An automated email acknowledgement. A web chat message that lets the patient know the team is offline but their message has been received. An SMS auto-response that confirms the message has been logged.
These touchpoints tell the patient that their communication has landed somewhere, that it hasn't disappeared into a void, and that someone will be in touch.
Reviewing and Updating Your Message Regularly
Build a regular review of your out-of-hours message into your clinic's communication audit process. Every three to six months, listen to the message yourself. Check that the information is accurate. Check that the tone still reflects your clinic's values. Check that the audio quality is still acceptable.
It takes ten minutes. And it ensures that the message your patients hear is always the message you actually want them to hear.
The Bottom Line
Your out-of-hours message is not a formality. It's patient communication. And like every patient communication, it should be clear, helpful, accurate, and human.
If you haven't listened to your out-of-hours message recently, do it today. Call your own clinic after hours. Listen to what your patients hear. And ask yourself honestly whether that message reflects the standard of care your practice stands for.
If the answer is no, it's time to change it.
